Sydney loves a good spectacle, and last weekend’s NRL Grand Final proved it yet again. The Harbour City was humming from Circular Quay to Parramatta as fans flooded in for the Brisbane Broncos versus Melbourne Storm showdown, two non-NSW teams whose arrival sent local hoteliers into rapture.
For Accor, Australia’s biggest hotel group, it was a weekend to savour. Every room had a scarf draped over the bedhead and an interstate accent in the lift. With the game sold out and Sydney bathed in spring sunshine, occupancy at Accor’s 27 city-centre hotels soared to 98 per cent, with its 24 western-Sydney properties matching the figure.
“The NRL Grand Final once again proved the pulling power of live sport in Sydney,” said Adrian Williams, Chief Operating Officer for Accor Pacific. “The presence of two interstate teams intensified demand across the city, delivering a powerful boost for hotels, restaurants and neighbourhood businesses.”
You could see it everywhere. Cafés opened early, pubs stayed open late, and even the harbour ferries carried more than their usual share of team jerseys. For a change, Parramatta sounded like a Brisbane fan park, while Circular Quay’s bars echoed with a chorus of Melbourne vowels.
Adrian Williams at NRL Grand Final
A Weekend of Energy – and Economic Muscle
Sydney’s streets were dressed for the occasion, blending footy spirit and economic purpose. The Grand Final has long been more than just a match; it’s an annual barometer of how well the city can host the nation. And this year, Sydney passed with flying colours.
“The NRL Grand Final is more than a sporting contest it’s a major event that energises the city,” Williams said. “Fans travelled in large numbers to be here, and that commitment translated directly into stronger occupancies and a significant economic impact.”
From a tourism perspective, that’s not marketing talk; it’s simple arithmetic. Tens of thousands of visitors mean thousands of meals, rides, and nights out. Restaurants from Barangaroo to Burwood were booked out, and Uber drivers had no time to check the score.
A City that Lives for the Big Occasion
Sydney has always had a flair for grand occasions. Whether it’s Vivid, New Year’s Eve, or the NRL Grand Final, the city seems to thrive when there’s something worth shouting about. The weekend proved that Sydney’s tourism machine still knows how to shift gears, a point that would please anyone watching the nation’s visitor economy rebound.
And while the Broncos and Storm traded tries, Accor quietly racked up its points tally. Its broad portfolio from Sofitel and Pullman to ibis and Mantra meant no fan was left without a bed or a bar stool.
2025 NRL Grand Final at Accor Stadium
Meanwhile, Down South…
A week earlier, Melbourne had its own moment in the sporting sun with the AFL Grand Final packing the MCG and its surrounds. Accor’s 51 hotels also reported a whole house, proving that sport remains one of Australia’s most reliable tourism drivers.
“Live sport continues to prove itself as one of Australia’s most powerful economic engines,” Williams observed. “Australians are willing to travel, spend and celebrate because the experience of being there in person simply can’t be replicated online.”
Hotels, Hospitality and the Human Touch
The enduring appeal of events like these isn’t just about room nights, it’s about connection. Staff at Accor hotels spoke of fans swapping stories at breakfast, families extending their stay to explore the city, and rival supporters laughing together over the buffet.
It’s the sort of atmosphere that money can’t manufacture, and it reminds us why hospitality still matters in a digital age. Sydney didn’t just fill its rooms — it filled its heart.
Accor: The Powerhouse Behind the Pillows
From luxury to economy, Accor’s reach across Australia, New Zealand, Fiji, and French Polynesia covers more than 20 respected brands: Sofitel, MGallery, Peppers, Novotel, Mercure, ibis, and the newer lifestyle names from Ennismore, such as Hyde and Mondrian.
The group’s commitment to Australian sport and tourism remains steadfast as the NRL and AFL’s official accommodation partner and as a vital part of the national tourism fabric.
The Final Siren
When the last whistle blew at Accor Stadium, one thing was sure: Sydney had won, no matter the scoreboard. The city had shown again that sport and tourism make a formidable team, and that no streaming service on Earth can match the roar of a crowd echoing across Homebush.
As fans checked out on Monday morning, the city exhaled tired but happy, and it was already counting down to next year.
By Prae Lee
BIO:
You can tell a lot about a person by how they handle a busy Bangkok morning. Prae Lee doesn’t rush; she glides through it. There’s a calm certainty about her, the sort that comes from knowing where you come from and where you’re going.
Educated at Chulalongkorn University, she took her business degree with the quiet pride of someone who believes in doing things correctly. Her travels for further study in Singapore and Australia didn’t change her; they polished what was already there: curiosity, discipline, and grace.
She returned to her family business in Bangkok, breathing a little modern life into it. She handled social media with the intuition of someone who listens and sells with the gentle persistence the Thais do so well.
Prae doesn’t make a fuss, but everything she touches shines brighter.
Now part of the Global Travel Media family, Prae brings authenticity and quiet confidence to her writing, drawing from a life steeped in culture, travel, and connection.
